At some point of the profession all of us have experienced the following situation: preparing a complete and highly relevant email marketing campaign to your recipients, but when analyzing the reports, the result is lower than expected. A question immediately comes to mind. What should I do with all users who didn’t interact with the campaign? Just in case, should I send it back?

To resend an email, you can awaken some inactive user, generate openings and even conversions. That’s true. However, you run the risk of offending a person who fails opening the first message. And this decision was intentional. Another possibility is that the person has opened the email, but didn’t download the images. Regardless of the reaction, even if it wasn’t expected, the action may result in complaints and unsubscribes. Anyway, there are several hypotheses that we wouldn’t like them to be carried forward.

This proves that even it looks like simple; the mission to recover inactive users requires a bit more than simply resend a campaign. If you want to follow this path, we prepared a step by step for you to minimize the negative effects. Check it out:

1) Resend only the most important campaigns

The temptation to resubmit campaigns that haven’t recorded interactions to inactive users is huge, we know. After all, you must keep an active and reciprocal relationship with your contacts database. Thinking about it, you should save the use of this alternative only in cases 100% important. If you do the opposite and resend all campaigns all the time, those users will become angrier and they’ll begin to ignore your emails, the resending and the ones that really matters.

2) Try changing the email subject line

While some consider impracticable trying the same action repeatedly and expecting different results, others argue that everything must be tested. So this second option has even more value when doing email marketing. If a particular campaign didn’t cause interaction, try again. Start by changing the subject line. After all, this is the first item your contacts will see when they get your message.

3) Review the reports and set the resend

There is no accurate time to resend a campaign after the first attempt. Some people may open the email at the same moment they receive it, they can also take 40 hours or even weeks. Each one has its own routine and manages their time in the best way. So the best way to determine when the resend should be made is examining the opening reports. Note the time your contacts take and schedule it out of this range. Be patient. Those who wait are rewarded.

4) Measure the impact to resend the campaign

The main purpose of resending an email marketing campaign is to generate more interactions. But be careful! If these interactions result in complaints or unsubscribes, it’s time to rethink your marketing strategy. After all, your intention is to keep a healthy relationship with your database, not the opposite.

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